Title	LYNX ASMR SHOWER AND SHAVETORIALS
Brand	UNILEVER
Product/Service	2 IN 1 SHOWER AND SHAVE
Category	A09. Sound Design
Entrant	72ANDSUNNY Amsterdam, THE NETHERLANDS
Idea Creation	72ANDSUNNY Amsterdam, THE NETHERLANDS
Production	CAVIAR Amsterdam, THE NETHERLANDS
Additional Company	STAINLESS SOUND Amsterdam, THE NETHERLANDS
Additional Company 2	GLASSWORKS Amsterdam, THE NETHERLANDS

Name	Company	Position
Paul Polman	Unilever	CEO
Keith Weed	Unilever	CMO
Pablo Gazzera	Unilever	EVP
Rik Strubel	Unilever	GVP
Caroline Gregory	Unilever	Global Brand Director
Marco Montanaro	Unilever	Global Brand Manager
Carlo Cavallone	72andSunny Amsterdam	Executive Creative Director and partner
Stuart Harkness	72andSunny Amsterdam	Executive Creative Director
Richard Harrington	72andSunny Amsterdam	Director of Design
Adam Koppel	72andSunny Amsterdam	Creative Director
Gregg Clampffer	72andSunny Amsterdam	Creative Director
Christian Baur	72andSunny Amsterdam	Designer
Rachel Sato - Banks	72andSunny Amsterdam	Writer
Fernando Ribeiro	72andSunny Amsterdam	Director of Strategy
Janosch Eink	72andSunny Amsterdam	Strategist
Ruro Efue	72andSunny Amsterdam	Director of Communications
Rob Conibear	72andSunny Amsterdam	Group Brand Director
Angelina Joy	72andSunny Amsterdam	Brand Director
Margarita Grigorian	72andSunny Amsterdam	Brand Manager
Caitlin McStravick	72andSunny Amsterdam	Brand Coordinator
Stephanie Oakley	72andSunny Amsterdam	Director of Production
Eline Bakker	72andSunny Amsterdam	Senior Film Producer
Selam Kehishen	72andSunny Amsterdam	Business Affairs Manager
CLOÉ BAILLY	Caviar London	Director
Javier Alejandro	Caviar London	Production Manager
ELLIE GOODWIN	Caviar London	Producer
Patric Ryan	freelance	editor
Nick Smith	Stainless Sound Amsterdam	Sound Recordist
Anya Kruzmetra	Glassworks Amsterdam	Producer
Alexander Pattinson	Glassworks Amsterdam	Flame
Blake Huber	Glassworks Amsterdam	Flame
Scott Harris	Glassworks Amsterdam	Colourist
Nili Zadok	72andSunny Amsterdam	Producer

Write a short summary of what happens in the film

In these ASMR Shower and Shavetorials, a confident young man shares his tips and tricks for shaving a variety of areas on the body. He is not a shredded, overly-fit guy - nor is he especially good looking. However his nice, friendly demeanor is something most are able to relate to. He has an air of self-assuredness that is oddly attractive, as he uses the rich, foamy lather of Lynx 2 in 1 Shower & Shave Foam; which feels as smooth as it sounds. We don’t want to spoil it for you, but people end up clean, shaven and surprisingly liberated.

Cultural / Context information for the jury

It was the start of 2018 when LYNX/AXE, the world’s largest male grooming business, rounded a decade of stagnant growth on a global level - particularly in the UK. The ‘Find Your Magic’ initiative launched in 2015 offered the brand a modern masculinity reboot, however engaging young men with body sprays remained an increasingly difficult task. It was understood 14-21 year old males were simply avoiding product ads, while increasingly gravitating to other deodorant formats and grooming behaviours, which the brand was not yet recognised for. With that in mind, their first shower gel made for body shaving would be launched: LYNX/AXE Shower & Shave Foam.

Tell the jury about the elements of sound design.

The film is all about sound design. We were not just spoofing an ASMR film or commenting on one; we wanted to actually create on. To do this, we need a combination of special microphones specifically positioned on set. Each sound was tested and rehearsed so we’d know it would have the desired ASMR effect. While mixing the sound design, special care, time and attention needed to be paid to each moment. We’d enhance the sound, make sure it was perfectly clear, and optimized it to give the ASMR effect.